Hanoi (VNA) - Travel patterns are shifting away from conventional holidays and sightseeing toward trips built around sports, wellness and more personalised experiences.
From marathons and triathlons to cycling races, golf and outdoor sports, athletic events are increasingly driving travel decisions. Tourism authorities have urged companies and localities to develop more attractive destination products, identifying sports tourism as a distinctive sector with ample potential.
Southeast Asia’s emerging marathon hub
Vietnam is establishing itself as a regional sports destination, with events held year-round in Hanoi, Ho Chi Minh City, Da Nang, Hue, Sa Pa, Da Lat, Phu Quoc and Con Dao.
The country hosts dozens of running events annually across mountains, highlands, coastal and island areas, as well as modern and heritage cities. The variety of terrain, climate, and landscapes gives each race a distinct character while offering athletes access to local culture and natural scenery.
Traveloka data shows that the Ho Chi Minh City Marathon, held from January 9-11, lifted travel searches across all monitored markets, with the largest increases from the Republic of Korea at 206%, Japan at 109% and Singapore at 107%. The figures signal that Ho Chi Minh City and Vietnam are gaining recognition as competitive sports destinations where travellers combine races with holidays.
Beyond marathons, Vietnam has the potential to build triathlons, ultramarathons and outdoor events into international brands. Its varied terrain, short travel distances, improving air connectivity and abundance of beaches, mountains, forests and culturally distinct cities are advantages few regional peers can match.
A key feature of sports tourism is that the event is only the starting point. Many athletes and fans book flights and hotels months in advance and set aside extra time to explore before or after the competition. A marathon lasting a few hours can generate a three-to-five-day holiday with add-on activities such as local cuisine, sightseeing, shopping and cultural experiences.
The trend extends visitor stays and boosts spending, benefiting the broader tourism ecosystem.
A high-potential product line
Beyond running events, Vietnam is turning sports into a signature tourism product for many localities. The Lam Dong Sports Festival 2026, running from August 1 - September 22, is expected to draw 17,000 athletes and visitors and provide new momentum for local tourism.
The festival will combine sports with leisure, cultural and nature-based experiences to encourage longer stays and higher spending.
At the regional level, the ASEAN Cup 2026, scheduled for July 24-August 26, is expected to add further impetus. With a home-and-away format, a deep run by Vietnam would likely increase inbound and outbound travel among fans, creating opportunities to combine supporting the national team with tourism.
With its scenic advantages, an increasingly diverse sporting calendar and the ability to pair sports with culture and leisure, Vietnam has a major opportunity to become a competitive sports destination globally and regionally.
To capitalise, the Vietnamese Ministry of Culture, Sports and Tourism named Greg Norman, the former world No. 1 golfer known as the “Great White Shark”, as Vietnam Tourism Ambassador for 2025-2030. According to the Vietnam National Authority of Tourism (VNAT), Norman will run a campaign covering 34 cities and provinces.
Norman pledged to work with VNAT to tell Vietnam’s story globally and position the tourism brand among foreign travellers, in line with the Politburo’s Resolution 80-NQ/TW on Vietnamese culture development.
He has identified high-spending travellers and those seeking distinctive experiences and authentic value as key targets. Golf serves as a “common language” while Norman’s global profile acts as the campaign’s primary draw.
Through articles, images, appearances at international golf events, and digital content, Norman is helping Vietnam build a consistent presence on the global tourism map. His posts have drawn tens of thousands of views and interactions across platforms.
The effort also aligns with tourism digital transformation goals under the Politburo’s Resolution 57-NQ/TW dated December 22, 2024, on breakthroughs in science, technology, innovation and national digital transformation.
Norman’s content has been distributed through international media and golf communities, extending Vietnam’s reach as a sports destination. The sustained positive engagement suggests the campaign is connecting with its target audience./.
